Graeme Toft has taken office as the new CEO of the world’s major coffee brand Nestle Korea, the company said on Monday.

Toft had gained experience through his career as the representative director of Nestle Pacific Islands, the coffeemaker said. After entering Nestle Korea through the marketing department, the new CEO took over sales and marketing operation in Japan, Singapore and Malaysia. In 2010 he was dubbed the representative director of the company’s Pacific Islands operation. 

The company recognizes his 25-year experience as an “all-Nestle-man,” a spokesman of Nestle Korea said. “He has profound insight about different products of Nestle.”

Attention is being paid to whether the new CEO will be able to restore the popularity of the company’s products. Nestle Korea and Dongsuh Food Corp. have been vying for the largest share in the stir-and-drink coffee market in Korea. In 2010, however, Nestle Korea began to lag behind in the market.

New president Toft arrived in Korea in January but postponed his inauguration until May so that he could spare more time to study the Korean coffee market, the company said.

By Chung Joo-won (joowonc@heraldcorp.com)